The effectiveness of your PPC ad copy can be the difference between the success and failure of paid search activity, and in turn, a huge component of what could help you to drive growth and sales.
PPC Executive, Luisa, shares a few tips that will help you to create great ad copy to drive account performance, and explains why AI won’t be taking over any time soon.
Writing High-Performing PPC Ad Copy For Success
Utilise USPs
Your client’s USPs are what is going to make them stand out from competitors – whether a price point, or a product unique to the brand – so making sure these are included in ad copy will help your clients to stand out from the crowd and highlight the values that will help them generate leads and drive sales.
Avoid Keyword Overload
It might seem counter-active, but keywords shouldn’t be used in all of your headlines. For those that aren’t keyword-focused, highlight a feature, benefit, or CTA.
Vary Headlines & Descriptions
Highlighting something different in each of your headlines and descriptions will give the algorithm more combinations to play with, and assist it in delivering the best possible and most successful ad copy combinations.
Adapt To Your Audience
User intent can vary depending on audience demographics, so adapting your ad copy to suit your specific audience’s intentions can help to better target the customers you want to reach. Also keep this in mind when using retargeting ads, and adapt copy to unique audiences.
It’s also important to ensure that ad copy accurately summarises what users will find on the landing page. If these don’t match, the bounce rate will be high, and the landing page experience and ad relevance will be ranked poorly – all of which can result in reduced ad visibility and higher CPCs.
Lead With Purpose
The main focus of your ad copy should be to meet the purpose of search terms conducted by your target audience, and having this in mind when you start planning your PPC ad copy strategy will help you to match user intention and drive conversions.
Location, Location, Location
If the brands and businesses you work with sell their products in physical stores, or deliver services in specific areas, you may want to consider adding location-based content into the ad copy and keyword targeting. However, this should be implemented in line with your broader marketing strategy.
Review Regularly
Be sure to review top headline and description combinations regularly. This can be done through the Google Ads interface and can highlight the potential areas that need changing, headlines that need a better pinning strategy, or future ad copy suggestions.
What does the future look like?
There’s no debate around the importance of AI’s role in the future of content creation. However, it’s still a relatively new concept, and we’ve no way of knowing what the functionality of these tools will look like in a year as they continue to develop and become more advanced. It’s clear that when used wisely, AI is a great asset that can assist in gathering information more quickly, and giving experts a starting point when developing their PPC ad copy strategy.
By no means is the content that AI delivers perfect – in fact, it’s the opposite. Right now, human refinements are essential to ensure that any content provided by AI is well-informed and fit for purpose. The biggest benefit of these tools at the moment is the time saved in research by users, which gives them more time to focus on adding quality information and highlighting USPs in the ad copy.
